Market Research Survey Design & Questionnaire Development 2

Question 1

What is the difference between 'open-ended' and 'closed-ended' questions in surveys?

Accepted Answer

Open-ended questions allow free-form responses; closed-ended questions provide fixed response options

Answer

Open-ended questions allow respondents to answer in their own words without constraints, while closed-ended questions provide specific response options to choose from.

Question 2

What is a 'semantic differential scale'?

Accepted Answer

A bipolar rating scale anchored by opposite adjectives at each end

Answer

A semantic differential scale measures the connotative meaning of an object by asking respondents to rate it on a series of bipolar adjective pairs such as good-bad or fast-slow.

Question 3

What is 'question order effect' in survey research?

Accepted Answer

The influence that the sequence of questions has on respondents' answers to subsequent questions

Answer

Question order effects occur when earlier questions prime respondents or influence the context through which they interpret and answer later questions, threatening response validity.

Question 4

What is the purpose of 'reverse-coded items' in a survey scale?

Accepted Answer

To detect and correct for acquiescence bias by phrasing some items in the opposite direction

Answer

Reverse-coded items are worded in the opposite direction to catch respondents who answer without reading carefully, improving overall data quality.

Question 5

What is the 'Delphi method' in market research?

Accepted Answer

A structured iterative process of expert consensus-building through anonymous rounds of questionnaires

Answer

The Delphi method uses multiple rounds of anonymous questionnaires to collect and refine expert opinions, with aggregated results shared between rounds until consensus is reached.

Market Research Practice Test

Market Research Practice Test

Market Research Survey Design & Questionnaire Development 2